Omni-channel retailing seems to be all the buzz these days. But what does it really mean for Gap Inc. and our customers? For us, it’s about seeing that perfect t-shirt you’ve been looking for and being able to conveniently find it and buy it – no matter if you shop online, on-the-go, in stores or any combination of those.

Our team at GID (that’s our Growth, Innovation & Digital division at Gap Inc.) is constantly in the marketplace talking with customers, learning about what they want from their shopping experience today and anticipating what they want in the future. It’s fascinating work, especially as consumers continue to adopt new technologies every day and interact with brands across multiple new channels.

In an omni-channel environment, our team is always looking for new ways to bridge this online world with the brick-and-mortar experience to give customers the flexibility they want.

To help us do just that, we recently partnered with our Gap and Banana Republic brands to launch a new service as part of our omni-channel offerings. Reserve in Store makes it easy for customers to shop online, place their favorite styles on hold and pick them up in their local store.

Here’s how it works. Customers select their item online and click “Find It Now” to see options of nearby stores where they can reserve their size and color and, within an hour, get an email (or a text, if they choose) confirming the item has been placed on hold at the store they’ve selected – along with easy pick up instructions. If the item works out, they can buy it. If not, they leave it.

Right now, Reserve in Store is available in select Gap and Banana Republic stores in San Francisco and Chicago, and we’ll look to expand this service as customers tell us what they think.

Turns out omni-channel is more than a buzz word. It’s setting a new bar for how we, as retailers, give our customers control over their shopping experience and access to our brands and products anywhere they want.

Art Peck is President of Gap Inc.’s Digital, Innovation and Growth (GID) division where he provides Gap Inc.’s portfolio of brands with world-class digital capabilities and expertise, building upon the company’s leadership position in e-commerce. He also guides the growth of the Athleta, Piperlime and INTERMIX brands.